A Start to Independence

D&AD competition - Wise Brief.

About the brief

The task is to convince UK parents of 15–17‑year‑olds to open a Wise Young Explorer account, giving teens a safe first step into financial independence and travel. Wise cannot market directly to under‑18s, so the campaign must speak to parents’ desire for independence and safety while addressing the financial education gap at home. The long‑term aim is to build trust early so teens naturally transition into a full Wise account at 18.

Insight

Parents want their teens to be independent, yet safety concerns, mobility fears and financial anxiety often restrict that independence (Brake, 2025; Unite Students, 2024). Teens are travelling more and seeking meaningful, purpose‑driven experiences, but most lack international money skills and rely on unregulated online sources for guidance (LIBF, 2025; MaPS, 2023). Parents also lack confidence in teaching these skills, creating a shared knowledge gap

Idea

Reframes financial learning as something teens practice through real travel rather than guess in unfamiliar situations. Two feature enhancements support this: WiseWidget, a lock‑screen converter offering live mid‑market rates and instant access to pay in local currency; and WiseRoute, a guided travel route with checkpoints, pre‑assumed purchases and geo‑tracked reassurance for parents.

Audience

UK parents aged roughly 45–50, reflecting the average parental age of those with 15–17‑year‑olds (Statista, 2024). Their teens are increasingly independent, motivated by travel and eager to learn money skills, yet often lack structured guidance at home (LIBF, 2025; MaPS, 2023).

Strategy

A four‑month social campaign targets millennial and Gen X parents, moving them from awareness to conversion through platform‑specific content. Early stages introduce the Young Explorer concept, followed by feature explainers and reassurance messaging, before ending with strong calls to action. The narrative focuses on independence, safety and preparation, aligning with parents’ desire for visibility and teens’ desire for autonomy (Sprout Social, 2024b).

Creative

Centres on WiseWidget and WiseRoute as tools that make international money simple, visible and reassuring. OOH visuals use metaphors of exploration, growth and confidence, while the video uses a direct, simple format to explain the problem and solution.

The KPIs

The campaign aims for 2–4 million impressions and 1.5–2 million video views across parent‑focused platforms (Sprout Social, 2024a; Statista, 2025). Engagement targets include a 5–7 percent rate and 20,000+ link clicks as parents explore Young Explorer features. Consideration is measured through a 1.5–2.5 percent CTR and strong landing‑page dwell time (Sprout Social, 2024b). Conversion goals include 5,000–8,000 account sign‑ups, a 12–18 percent conversion rate, and a £8–£12 CPA, supporting long‑term transition into full Wise accounts at 18